VIRGINIA MUSUEM OF FINE ARTS
Japanese Tattoo Exhibit
The Virginia Museum of Fine Arts (VMFA) wanted to broaden its audience by attracting younger visitors who are tattoo enthusiasts to the “Japanese Tattoo Perseverance, Art and Tradition” exhibition. The temporary and permanent goals: generate ticket sales and increase social media engagement.
Japanese firefighters used to paint dragons on their backs and jackets for protection. Today’s tattoo artists have gleaned inspiration from this tradition and applied it to their craft, which we captured in this campaign. We created a series of posters and a campaign that included a citywide Instagram scavenger hunt, bus wraps, shelters, print, mobile, digital display, nontraditional collateral and a customized content sponsorship with Tattoo Artist Magazine. We even got in on the fun by tatting our old building.
40% of attendees were new vistors
Double projected ticket sales in first month
20% increase in social media fan base
Earned + owned media increased VMFA budget by 40%